Priceline Pharmacy, one of Australia’s leading health and beauty retailers, has partnered with unified retail media platform Zitcha to strengthen its retail media network and offer suppliers new opportunities for precision targeting and measurement.
Part of Wesfarmers Health, Priceline becomes the latest major retailer to enter Australia’s rapidly growing retail media market, which is forecast to expand by 28.1% this year and reach $1.91 billion, according to WPP Media’s mid-year forecast.
With more than 9.5 million members in its Sister Club loyalty program, Priceline Pharmacy offers brands access to a powerful data ecosystem that allows them to target audiences with greater accuracy, gain real-time campaign insights and optimise performance based on shopper behaviour.
Next phase
Zitcha was selected for its omnichannel capabilities, self-serve functionality and strong local presence. The partnership aligns with Priceline Pharmacy’s strategy to build internal retail media capability and educate suppliers as the category continues to evolve.
“Retail media is one of the most powerful levers for brands to connect with consumers at scale, and Priceline Pharmacy is uniquely positioned to unlock its potential in health and beauty,” said Jack Byrne, CEO APAC at Zitcha.
Jack Byrne (CEO APAC at Zitcha)
“With more than nine and a half million loyalty members and an extensive national footprint, Priceline Pharmacy gives advertisers a rich environment to influence customer decisions at every stage of the journey.
“Zitcha’s omnichannel platform enables Priceline Pharmacy to activate onsite now, and we’re working closely with the team to build capability from the ground up, helping to educate teams and suppliers so they can maximise the opportunity.”
Data-driven connection with consumers
Corrina Brazel, general manager marketing at Wesfarmers Health, said the partnership represented a significant opportunity for Priceline Pharmacy and its supplier network.
“The continued progression and optimisation of our retail media network is a significant opportunity for both Priceline Pharmacy and our supplier partners,” Brazel said.
“With Australia’s largest health and beauty loyalty program and a large national store footprint, we’re uniquely positioned to offer brands powerful, data-driven opportunities to connect with shoppers across multiple touchpoints. Partnering with Zitcha enables us to now also deliver scalable media solutions while driving commercial outcomes for our business and our suppliers.”
Supplier partners show early support
One of Priceline Pharmacy’s foundational brand partners, McPherson’s, has backed the launch of Sponsored Search within the retailer’s network, highlighting the platform’s potential to transform engagement with beauty shoppers.
“This initiative allows us to connect with beauty shoppers in more meaningful and personalised ways at the very moment they are seeking solutions,” said Aidan Bartholomeusz, omnichannel manager at McPherson’s.
“Collaborating with Priceline Pharmacy in this way underscores our commitment to building the category, driving growth and ensuring our brands continue to lead.
“We’re incredibly excited about the future of retail media and the opportunities our ongoing partnership with Priceline will unlock for our shoppers,” he said.